Why branding is important

Which social channels are best for your business?

There’s no doubt about the power of social media. It’s now become a necessary marketing tool for every business that wants to remain relevant and visible in today’s online world. In fact, 90% of all marketers say social media marketing has increased their business exposure. So if you’re not using social media to its fullest, you’re missing out on a huge opportunity for leads, exposure, brand awareness and a whole lot more. 

We think this tweet sums it up pretty well.

“At this point, not having an active #socialmedia presence is like pulling out a flip phone at a business meeting and not understanding why Brad keeps getting all the new accounts. #SMM”

No one wants to be a flip phone user in the world of smartphones, am I right?

We know getting started can be a little overwhelming, and even something as seemingly simple as choosing a social channel can be more complicated than you’d think. There's a whole bunch of social media channels and platforms to choose from, but it’s important to first determine which channels will help you meet your marketing objectives and reach the audience you’re trying to target.

But before you try to figure all of that out, it helps to understand the three motivations behind social channels.

With every social channel, whether it’s Facebook, Instagram, or even Tumblr (it’s okay, we don’t judge here), there will always be three levels of motivation - from an individual, network, and business perspective.



This perspective refers to the individual users of the social channel. In a sense, this is each and every one of us. Most of us use social media for entertainment, distraction, education, and keeping up with friends and family.


The network perspective is the overall motivation for the social channel. For example, Facebook’s objective is to keep their users engaged and using the platform. This is one of the main reasons why they changed their algorithm. As soon as they felt their users pulling away from the platform, they updated their algorithm to prioritise posts from friends and family, and posts that are more likely to spark conversations and meaningful interactions between people. 


The business perspective is where all of our marketing efforts come in to play. As a business, our main focus is to use social media as a marketing tool to reach a certain audience and successfully engage with them. 

Our top six 

Now that you understand the three main motivations for social media, you’ll need to start thinking about which social channels align with your business goals. To help you prioritise, we’ve broken down the six best social channels for marketing in New Zealand in the infographic below.


1. Facebook

Best for: B2C, in some cases B2B

Most used for: Entertainment, distraction (we’ve all been there), community groups and discussions

Top industries: Fashion, Auto, E-commerce, Retail, Entertainment, Real Estate, Marketing, Sports, Health and Wellness, News and Information

Target age and gender: Anywhere from 25 – 55+, both men and women

Most popular types of content: Videos, images, live stream videos

2. Instagram

Best for: B2C

Most used for: Entertainment, shopping, inspiration

Top industries: Travel and Hospitality, Fashion, Health and Wellness, Arts and Crafts, Food and Beverage, E-commerce, Beauty, Photography, Auto, Event Planning

Target age and gender: 18 – 35, mostly women, but men are increasingly using the platform

Most popular types of content: Images, instagram stories, GIFS, videos

3. Pinterest

Best for: B2C

Most used for: Inspiration (with fashion, travel and food), shopping

Top industries: Retail, Health and Wellness, Travel and Hospitality, Fashion, E-commerce, Arts and Crafts, Food and Beverage, Beauty, Home and Garden, Event Planning

Target age and gender: 18 – 45, mostly women

Most popular types of content: Images, Infographics, How to’s

4. YouTube

Best for:B2C

Most used for:Infotainment, education

Top industries: Retail, Health and fitness, Career and Education, Beauty, Food and Beverage, Sports, Auto

Target age and gender:18 – 49, both men and women

Most popular types of content: Videos, Tutorials

5. LinkedIn

Best for: B2B, and B2C employment

Most used for: Networking, Infotainment, education

Top industries: Financial, Employment, Science and Technology, Legal, Manufacturing, Marketing, Education, Professional Services, Health and Wellness, IT

Target age and gender:25 – 45, both men and women

Most popular types of content: Blog articles, Industry news

6. Podcasts

This may be a new one for you, but podcasts are becoming more and more popular everyday. Offering almost the same kind of content that Youtube does - except without the visuals - gives users the ability to multi-task and do other things while still listening to their favourite podcasts.

Best for: B2B and B2C

Most used for: Education, Motivation

Top industries: Ecommerce, Education, Marketing and Media, Retail (more industries are starting to enter the Podcast world)

Target age and gender: 20 - 40, both men and women

Most popular types of content: Interviews, panel discussions, storytelling, solo commentary

Watch the full podcast episode

In this video, the Blackdrop team discuss which social media channels you should be focusing on for 2019 and how they work.


Three key questions

Now that you’ve learned a little more about each social channel, it’s time to determine which one of them are best for you as a business.

You’ll need to start asking yourself three key questions. 

  1. Are you B2C, B2B, or both?
  2. What’s your target audience? (cover everything from demographics to psychographics)
  3. What’s your overall goal?

Once you’ve answered these questions, it’s relatively easy to narrow yourself down to a solid two or three channels to dedicate your time to.

And remember - quality over quantity! It’s much more effective to choose a few social channels and give it a 100% rather than attempting all of them and only doing it half-heartedly. Your audience will pick up on your efforts (or lack thereof) and respond accordingly.

To get the most out of your social media marketing, we recommend to spend at least six hours per week monitoring, posting, and responding alone. However, if you are like many other small to medium businesses out there that just don’t have the time or staff to properly strategise and manage social media, we’re here to help.

Give us a buzz to learn more about how we can help you boost your social media marketing, and say goodbye to that flip phone forever.


Auckland, New Zealand
+64 9 215 2857 | This email address is being protected from spambots. You need JavaScript enabled to view it.